This Town in Switzerland Bans Photos for Tourists — And the Reason Might Surprise You
I remember scrolling through my feed and stopping cold on a headline: “Swiss Town Bans Tourist Photos.”
At first, I thought it was clickbait. A ban on photos? In a place as picturesque as Switzerland?
But the more I looked into it, the more curious I became. Not only was it true, but the reasoning behind it was so unexpected, it genuinely gave me pause.
This article walks you through the story of Bergün/Bravuogn, the tiny alpine town behind this unusual decision, why it happened, how the world reacted, and what it says about the way we travel today.
Yes, They Really Did Ban Tourist Photos
Bergün, a quiet mountain village in the canton of Graubünden, passed a very real law in 2017 banning tourists from taking photographs of the town.
That’s right — no selfies with the scenic slopes, no shots of the charming wooden chalets, not even a group pic in the postcard-perfect valley.
The reason? According to the mayor and the town council, they were trying to protect people’s happiness.
The Surprising Reason Behind the Ban
Here’s where things get interesting.
The town claimed that seeing stunning vacation photos on social media can make others feel unhappy or left out, especially those who can’t travel.
They cited studies suggesting that viewing other people’s vacation pictures could impact well-being, and they felt a responsibility to reduce that negative effect.
In essence, they wanted to prevent “travel envy.”
Their logic? If you can’t share the beauty, no one gets hurt.
A Smart Publicity Move?
While the ban was technically real, many people (myself included) started wondering if this was all just a clever PR stunt.
And honestly, it worked.
News of the quirky ban went viral. Suddenly, Bergün was on the radar of travelers who’d never even heard of it before.
The town leaned into the humor of it too. They even put up signs saying photography wasn’t allowed and offered symbolic fines, but no one was actually penalized.
It wasn’t about control. It was about conversation.
So, Can You Visit and Take Photos?
Yes. The “ban” was lifted not long after the campaign caught fire online.
You can visit, hike the alpine trails, sip a cappuccino in the village square, and take as many photos as your heart desires.
But the idea behind the ban — to travel more mindfully and share more consciously — stuck with a lot of people. Myself included.
Final Thoughts
Bergün may have banned photos, but they opened a dialogue.
In a world where every destination is just a filter away from being viral, this little town reminded us that real joy isn’t always shareable — and that’s okay.
Sometimes, the best memories are the ones we keep for ourselves.
So if you ever find yourself in Bergün, take a moment to pause before snapping that perfect shot.
Look around. Breathe it in. And remember: not everything has to be on camera to be unforgettable.
